Blending Broadcast and Social: MIMiC powers social media and livestreams for 21st Latin GRAMMYs
The Latin GRAMMYs needed to switch to a hybrid live and virtual show that maintained the vibrancy and immediacy of previous events – but without a live audience or red carpet – all while keeping stars, production crews and social media editors COVID-safe
A live telecast, featuring a star-studded line-up of the who’s who of the Latin music scene – from Anuel AA, Camilo and Fito Paéz to J Balvin, Pitbull and Ricky Martin – brought together a mix of remote performances and interviews from around the world, plus stream presentations from Miami’s American Airlines Arena
The Premiere ceremony and main awards show were livestreamed while social media highlights capturing all the anticipation and action around the show needed to go out internationally in real time across a wide range of social channels
The Switch stepped up to produce real-time social media highlights and livestreams for the Latin Recording Academy through MIMiC, its pioneering Cloud Video Services platform; and deliver live video feeds for the primary US rightsholder, Spanish-language broadcaster Univision
The Switch handled all aspects of the production and delivery workflow for streaming and social media – including ingest, editing, graphics creation, clipping, comms and talk-back, and distribution – via MIMiC
Three dedicated editors, working in COVID-safe conditions at The Switch’s Burbank facility supported clip and highlight creation from the main performances, acceptance speeches and media center interviews
MIMiC’s innovative cloud-based workflow allowed 20 Spanish and Portuguese language social media editors, working from remote locations, to post real-time content throughout the virtual event
The Switch provided connectivity at the American Airlines Arena, delivering live feeds to Univision’s Miami production facility via four dedicated transmit paths for HD/SDI, ASI and data signaling – plus an Internet connection for general use
The Switch’s network production expertise supported instantaneous delivery of engaging live content through social media and streaming to more fans across more platforms than ever, including GRAMMY.com and the Latin GRAMMYs Facebook page
The 21st Latin GRAMMYs achieved 11.8 million social media interactions
5.7 million viewers tuned in to Univision for the main broadcast
Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.
Essential Website Cookies
These cookies are strictly necessary to provide you with services available through our website and to use some of its features.
We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.
Other external services
We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.
Google Webfont Settings:
Google Map Settings:
Google reCaptcha Settings:
Vimeo and Youtube video embeds: